For the next blog in our series, which aims to assist businesses and NFP’s stay connected with their customers during Covid-19, we will discuss newsletters because email newsletters are a great way to engage directly with interested customers.
Email marketing is one of the greatest tools a marketer can use. There are currently 4 billion daily email users in 2021, which is expected to increase to 4.6 billion by 2025. Email marketing is used by 64% of small businesses to reach customers. It is also an incredible tool for B2B marketers, as 87% say that email is one of their top free organic distribution channels.
Email newsletters will improve your potential to reach this massive audience and achieve success. Although Covid-19 has slowed down business for many, that doesn’t mean your email content has to!
Email marketing will keep your business or NFP connected with your customers during Covid-19 for the following reasons:
- Staying in touch with your customers and the broader community through monthly newsletters will maintain engagement
Sending a monthly email newsletter will maintain a consistent level of engagement with your customers. It is a great way to summarise all the important events or new information communicated throughout the month. A monthly newsletter containing these things ensures that your customers and community are kept up to date on your business, even if they missed you sharing it in the first place.
- Newsletters are highly beneficial: they are personal, non-intrusive, and not overly sales focused
Newsletters are a great way to engage directly with customers as modern emailing software addresses them to individuals by name. 74% of Baby Boomers believe that email is the most personal channel to receive communications from brands. Generation X are not far behind, with 72% believing email is the most personal form of communication, followed by 64% of Millennials and 60% of Generation Z.
As newsletters aim to communicate news, they are not particularly sales focused. That doesn’t mean you should not include a call to action or offer for loyal customers.
Newsletters follow a neat, structured format that is not invasive of readers privacy. There is always the option to unsubscribe from email newsletters if the reader changes their mind.
- There are many different informative pieces that you can include in newsletters.
Newsletter content is not limited to one category. There are multiple topics that you can include in them that will be interesting for your customers and community:
Blogs and case studies that have been written throughout the month:
Including blogs and case studies that have been written in the past month are great elements of a newsletter. It is a fantastic way to invite more people to read them and educate your customers on topics relating to your business. Blogs can be case studies about a valued customer and how you have assisted them or be more educational and provide information about a topic relevant to your business.
Here is an example of an informative blog we wrote for Curran Plumbing, which we included in their monthly newsletter. It informs readers about their water quality and the benefits of water filtration technology.
Here is an example of a client case study written for an accounting firm. This case study highlights how they have assisted their client financially and was featured in their newsletter that month.
News coverage, videos made by your business or featuring them are another great factor to include in your email newsletter. This can generate extra excitement around an event or launch of a new product and encourage readers to watch it – in case they haven’t already.
Our client NRL Wheelchair was featured on Channel 9 Wide World of Sports. This video was also featured in the NRL Wheelchair newsletter that month.
Business activities and staff introductions
Including exciting activities that your business or NFP have undertaken and introducing new staff members is a brilliant way to personalise your newsletter. Providing images of your staff members with a short heartfelt, informative biography is the perfect way to introduce your team to your audience and emotionally connect with them. Images of celebratory and exciting business activities and events are also great to include as it shares your businesses positive culture with your audience.
This is a positive initiative you can include in your newsletters to put a smile on your readers’ faces during these difficult COVID-19 times.
Hopscotch Accounting featured their new staff on their Instagram account to introduce them. We included these introductions in their newsletter that month.
- Make the information topical and current.
Newsletters are a fantastic customisable tool that can be utilised to communicate topical and relevant information to the current climate. This ensures that your newsletter content will be receptive and reflects your customers’ needs and wants. For example, as it is coming into summer, you should link your product or service with the summer months. This could include an article or blog about your businesses’ plan for the upcoming season or the inclusion of a link to a seasonal sale you may be holding.
If you are pursuing government work or contracts, sharing new accreditations that your company have received can open doors for expanding your business. Including information about ISO compliance and environmental accreditations in your newsletters is a great way to boost your reputation and attract new clients. Here’s an example from our client Davell Products.
- Email marketing software provides analytics, which you can review to measure your success.
Built-in analytics are a part of most email marketing platforms these days, providing a great way to evaluate your businesses performance. Statistics usually include email open rates, click-through rates to links in the newsletter, successful delivery percentages, and those who unsubscribed. These breakdowns can also allow you to determine the effective time to send your campaign. Globally, email newsletters sent on a Friday receive the highest email open rates (nearly 19%), compared to the lowest open rates (17%) on Saturdays.
Companies such as Mailchimp and Constant Contact make email marketing simple with easy-to-use templates. They also provide in-depth analysis reports on each campaign’s performance once sent to their audience.
Incorporating these strategies into your email newsletters will assist your business or NFP stay connected during this difficult time. Covid-19 has hindered customer contact and face-to-face interaction, but newsletters are a great way to remind them that you are still here and operating.
Content and newsletters produced by Infodec Communications regularly receive above-average open rates.
If you want to find out how we can assist you with engaging content and newsletter campaigns, get in touch today.